Several non-traditional higher education destination countries have increased their efforts to attract international students. In this research, we examine the perceptions of international students enrolled in Indian universities and explore the aspects to observe for India to become a favoured study-abroad destination. Adopting a sequential…

The proliferation and increasing significance of AI-enabled voice assistants (AIVAs) for consumer purchase decisions imply the need for a better understanding of their acceptance in the higher education (HE) enrollment context. Using the Grounded Theory (GT) research method and a consumer value perspective, we examine the enrolment decision-making…

International branch campuses are an important form of transnational education. Although there exists a substantial literature on the rationale and the motivation to study in International Branch Campuses, research on the customer value offered by the international branch campuses has been overlooked. In order to fill this research gap, this study…